How the Modern Entrepreneur Visualizes the Ideal Customer

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More than “how”, the initial question is actually “why”.

Why do you need to visualize your ideal customer?

Here’s how it normally goes: 

You have a product that you feel everyone needs and so you will mass market it until everyone buys or you run out of money. What most businesses hope for is that their sales will outpace their expenses so they can make payroll, show some profit and stay in business for one more Quarter.

Believe it or not that pretty much sums up most marketing plans everywhere!

Let’s say you run a men’s apparel store in Downtown. At this store your flagship product are your suits. You’ve been doing well because they are good quality suits at very reasonable pricing, and because you offer tailoring services as well.

But you are also doing a couple of things your competitors are not:

You know that an educated costumer is the best customer: Which is why you take the time to blog and curate content related to men’s fashion, stay on top of the latest collections and send them information on the topic of "how to look good".

And you know your customer down to the gene: You know your ideal client is 35-45 y/o male professional, single, lives in metro areas, has a master’s degree, median income of 109k+ wishing they had impeccable taste in fashion.

What you also know is that 20% of this client base drives 80% of your business.

So you have a picture of this client on your wall, you look at it every day and you spend every waking hour trying to figure out how to best serve him, reach him and innovate for him. How can you make him look better and how can you teach him to do so in the process?

Some hospitals and healthcare facilities are really good at this, not because they were born with that skill set but because they’ve always had to cater to single patient conditions in order for the message to reach the right audience.

The best hospitals don’t say:

 “Serving our community since 1965, HealthSprings Medical Center – Top one hundred Healthcare facilities to work for”

They say:

 “Our Pediatric Clinic now happy to announce our Child Obesity Prevention campaign kicking off November 1^st   - Visit us and get a FREE screening!”  

Pick any chronic condition and you’ll see a program for it, that if communicated properly, documented in a way that shows improvements in functional outcomes, it will drive patients and providers to engage at the program level.

It doesn’t matter what industry you are in or what widget you are selling, once you know who you are talking to then the rest is just relentless customer service and innovation in order to address their pain points. That’s where you come in  - The Modern Entrepreneur!

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